Distribution Channels: Understanding and Managing Channels to Market

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9780749462697: Distribution Channels: Understanding and Managing Channels to Market
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Understanding marketing distribution business models is critical to business success. With distribution now representing around half of almost every industry's activities, optimizing routes to market has never been so important.

Using numerous real-life examples, Distribution Channels explores the chain that makes products and services available for market and explains how to make the most of each step of the process. By defining the role and significance of the various partners involved, including distributors, wholesalers, final-tier channel players, retailers and franchise systems, the text provides a clear understanding of the entire go-to-market process, while also explaining channel partners' business models and how to engage with them for effective market access.

Distribution Channels covers both the tactical and strategic dimensions of channel economics as well as containing information on accessing and servicing markets and customers, controlling brands, integrating web and online channels, building the value proposition and creating differentiation.

There are specific sections on the economics of working with Distributors (wholesalers), Final tier trade channel players. Retailers and Franchises, including sections on how to gain and build share with each type of channel, and which business measures to emphasise depnding on whether the venodr is a new entrant or a market leader.

The section on Franchising, added in the latest edition, provides a rare insight into how large franchise sytems work, how to gain access and how to position a supplier to build business with or through a major franchise system.

Comprehensive and clear, this book provides the knowledge needed to improve a business model to ensure maximum market exposure and successful product delivery.

The book is written for the practioner in industry, but is rigorous enough to have been adaopted as a standard text in several universities teaching marketing and business courses.

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From the Author:

This book represents the best part of thirty years personal and shared experience working with distribution businesses of all types in a variety or roles, starting initially as a accountant with Arthur Andersen, though to the last twenty two years as management consultant with VIA International, a firm that specialises in routes to market strategy and implementation. In that time I have had the opportunity to work with some of the world's leading practitioners in the field of distribution channels. And some pretty terrible ones too. In many ways, it is from the clients and situations where things were going wrong that the sharpest lessons could be drawn.  

At VIA, we are lucky enough to spend most of our time consulting for some of the world's most successful brands and companies (yes, they still ask for help),  which means we have seen an enormous amount of best practice. Often though, these companies are challenged by sheer scale, complexity and channel overlap or conflict which prevents them from seeing the business issues quite as clearly as they might. They are usually relieved to find we can bring some clarity and objectivity to the situation and can recommend strategies that are rooted in commercial logic to deliver the outcomes they need. Many of these situations have found their way into this book, albeit usually with a cloak of anonymity. You will find many real companies and situations named and described in the book too, but these insights are based on facts already in the public domain or well known among the trade.

Even more usefully, much of our work requires us to go inside the distribution models of our client's routes to market and investigate the actual measures and business model dynamics operating in the distributors and final tier trade channel players.  This provides the basis for much of the insight into each type of channel business model laid out in the different sections of the book.

Finally, we have had the opportunity to work with many smaller companies and businesses, typically following the introduction of an injection of venture finance, which means that all concerned are expecting a sharp up-tick in sales.  This growth often has to come from a combination of new customer segments, new markets or new products, which usually means new channels too. There have been some hard lessons learnt along the way about establishing a value proposition that will attract the players in the channels needed to deliver the required growth and these are laid out for you here too.

All of the content in this book has at some time or other been taught to people in real channel roles or distribution businesses, looking for insights, concepts, frameworks, heuristics and practical lessons that they can take away and apply.  For many of the people attending these workshops, English has been their second or even third language, so the experience has been a good test of how to communicate business and financial concepts in terms that make sense to people who work in sales and marketing (and sometimes, vice versa too).

About the Author:

Julian Dent is Chairman of VIA International, a specialist routes-to-market consulting firm. He has over thirty years' experience in distribution throughout the world, specializing in channel strategy and implementation. For the past ten years he hsa been immersed in the field of franchising systems, haveing led the development and implementation of the global strategic plan for a system with almost 35,000 stores. His clients have included Barclays Bank, BP, Hewlett-Packard, IBM, Microsoft, Nokia, Stannah, Subway and Xerox.

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Other Popular Editions of the Same Title

9780749476571: Distribution Channels: Understanding and Managing Channels to Market

Featured Edition

ISBN 10:  0749476575 ISBN 13:  9780749476571
Publisher: Kogan Page, 2011
Hardcover

9780749452568: Distribution Channels: Understanding and Managing Channels to Market

Kogan ..., 2008
Hardcover

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